# Finley Brand Identity

A complete profile of **Finley**'s visual system — colors, typography, components, and personality — extracted from [https://www.finleycms.com](https://www.finleycms.com/). Built for designers, agents, and AI tools.

## Color Palette

Brand palette extracted from https://www.finleycms.com.

- primary:  #3898EC  (rgb(56, 152, 236))
- secondary: #DFE4D5  (rgb(223, 228, 213))
- accent: #DFE4D5  (rgb(223, 228, 213))
- background: #F7FDF7  (rgb(247, 253, 247))
- textPrimary: #272B27  (rgb(39, 43, 39))
- link: #012E32  (rgb(1, 46, 50))

## Typography

Each font links to its Google Fonts page where available.

- primary: BDO Grotesk  [Google Fonts →](https://fonts.google.com/specimen/BDO+Grotesk)
- heading: Recoleta  [Google Fonts →](https://fonts.google.com/specimen/Recoleta)

Recoleta, sans-serif

## Visual Assets

Logo

Favicon

## UI Components

Live previews rendered using Finley's actual button styles.

### Button Primary

- background: #DFE4D5
- textColor: #272B27
- borderColor: #DFE4D5
- borderRadius: 200px
- shadow: none

### Button Secondary

- background: transparent
- textColor: #FFFFFF
- borderColor: #FFFFFF
- borderRadius: 200px
- shadow: none

## Brand Personality

- **Tone:** professional
- **Energy:** medium
- **Audience:** financial institutions and businesses seeking debt management solutions

## Finley Brand in the Wild

Source: [finleycms.com](https://www.finleycms.com/blog/announcing-finleys-monthly-servicer-report-capabilities)

Source: [finleycms.com](https://www.finleycms.com/blog-categories/insights)

Source: [finleycms.com](https://www.finleycms.com/blog/january-2025-product-release)

Source: [finleycms.com](https://www.finleycms.com/blog-categories/insights)

Source: [finleycms.com](https://www.finleycms.com/platform/calculation-verification)

Source: [finleycms.com](https://www.finleycms.com/blog/what-is-return-on-assets-roa-everything-you-need-to-know-about-this-critical-metric)

## Frequently Asked Questions

1. **What is Finley's primary brand color?**  
   - Finley's primary brand color is #3898EC.
   
2. **What accent color does Finley use?**  
   - Finley uses #DFE4D5 as an accent color.
   
3. **What font does Finley use?**  
   - Finley uses BDO Grotesk for body text and Recoleta for headings.  
   
4. **Does Finley use a light or dark theme?**  
   - Finley's primary site uses a light color scheme, with a background of #F7FDF7.
   
5. **Where can I find Finley's logo?**  
   - Finley's logo is available directly on their site [here](https://www.finleycms.com).
   
6. **How was this brand profile generated?**  
   - This profile was extracted using the Firecrawl branding extraction API.

## Methodology

Brand data on this page was extracted from [https://www.finleycms.com](https://www.finleycms.com/) on 2026-07-27 using the [Firecrawl](https://firecrawl.dev/) branding extraction API.

## Machine-Readable Profile

Direct endpoints for agents, designers, and tooling.

```
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "BDO Grotesk",
      "role": "body"
    },
    {
      "family": "Recoleta",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#3898EC",
    "secondary": "#DFE4D5",
    "accent": "#DFE4D5",
    "background": "#F7FDF7",
    "textPrimary": "#272B27",
    "link": "#012E32"
  },
  "typography": {
    "fontFamilies": {
      "primary": "BDO Grotesk",
      "heading": "Recoleta"
    },
    "fontStacks": {
      "heading": [
        "Recoleta",
        "sans-serif"
      ],
      "body": [
        "BDO Grotesk",
        "sans-serif"
      ],
      "paragraph": [
        "BDO Grotesk",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "61px",
      "h2": "61px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#DFE4D5",
      "textColor": "#272B27",
      "borderColor": "#DFE4D5",
      "borderRadius": "200px",
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "200px",
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/6630252fd9eb86eb14063bf2/699c9af76fd713aa317d4e9d_FinleyByConcord_Option1_primary_copper%2001%20Artboard%201.svg",
    "favicon": "https://cdn.prod.website-files.com/6630252fd9eb86eb14063bf2/69a0758456b0490c2843a268_finley%20favicon%2032x32.png",
  }
}
```